Lamborghini announced Thursday that Museo Lamborghini, its museum based in northern Italy dedicated to detailing the company's history, reached a major visitor milestone this year. It attracted more than 100,000 people from around the world in 2017, its best year yet.

The brand attributes this success to its now-retired Ayrton Senna exhibit, recent renovation, and impressive collection of vehicles. Its inventory includes the first Lamborghini tractor, the mighty LM002 performance SUV, and the ultra-rare Sesto Elemento.